Mastercard & HDFC Bank get together to '#CelebrateHERoes'

It's often said that a successful woman is one who can build a firm foundation with the bricks that others have thrown at her. Celebrating the indomitable spirit of women across various spheres of life, Mastercard, in partnership with HDFC Bank, has launched a campaign, '#CelebrateHERoes' which takes forward Mastercard's larger thought of 'Priceless Surprises'.

As part of the digital-only campaign which commenced on August 15, Mastercard cardholders from HDFC Bank can submit nominations of impactful stories relating to a person, or their hero, who has made a meaningful difference to the lives of women in India.

The campaign will go on until October 31, for which Flipkart is the marquee retail partner. This is the first time that Mastercard, through its collaboration with other partners, is inviting cardholders to give back to society, says the company in a press release.

Porush Singh, country corporate officer and division president, South Asia, Mastercard, says, "Women empowerment remains at the heart of Mastercard and with the launch of this campaign, we will further raise awareness and support the unsung heroes who are working towards this cause. Mastercard is excited to have partnered with HDFC Bank and Flipkart in celebrating this wonderful cause and reward our cardholders with 'Priceless Surprises'."

The launch of a video featuring Bollywood actor Anil Kapoor marked the start of the campaign. Kapoor, in the video, urges people to come forward to encourage and support women in their own little way. The video has been planned and created by McCann Erickson and produced by the production house Sniper. It also includes some posters that carry forward the message as embodied in the campaign.

Nominations can be sent on CelebrateHeroes@hdfcbank.com or on the Mastercard Facebook page with #CelebrateHERoes. The best nominations would be adjudged by a distinct panel of jury selected by Mastercard and HDFC Bank, says the company in a press release.

Parag Rao, country head, card payment products and merchant acquiring services, HDFC Bank, adds, "At HDFC Bank, we believe that by empowering women, we can make a difference in the lives of an entire household and help create sustainable communities. This philosophy is embedded in a number of our businesses and projects that we undertake as a socially responsible corporate. Through the campaign, which is closely aligned with our philosophy, we hope to encourage more people to be a part of this endeavour."

Kalyan Krishnamurthy, head, category design, Flipkart, shares, "Flipkart has always believed in transforming commerce and adding value to customers in India through innovative modes of engagement. The initiative by Mastercard is a unique way to instill the thought of women empowerment and we are happy to partner with them and inspire millions of individuals who shop on Flipkart."

According to the rules of the campaign, the participant who sends in the best nomination will stand a chance to win a grand prize of a free trip for two people to the United States of America (USA), while the nominee will get a grant of Rs 10 lakh. Seven finalists will receive Flipkart vouchers worth Rs 50,000 each. In addition to this, the seven nominees will also stand a chance to felicitate and recognise the leading heroes in everyday life through a reward of rupees eight lakh each as contribution towards the cause of their choice.

Mastercard is a technology company in the global payments industry which works with consumers, financial institutions, merchants, governments, and businesses in more than 210 countries and territories as per company claims. Mastercard's products and solutions make everyday commerce activities such as shopping, travelling, running a business, and managing finances easier, more secure, and more efficient.

Promoted in 1995 by the Housing Development Finance Corporation (HDFC), India's leading housing finance company, HDFC Bank is one of India's premier banks providing a wide range of financial products and services to its claimed 37 million customers across hundreds of Indian cities using multiple distribution channels including a pan-India network of branches, ATMs, phone banking, net banking, and mobile banking.

Launched in October 2007, Flipkart claims to be India's largest e-commerce marketplace with over 60 per cent market share of mobile commerce. Claiming to have a registered customer base of 75 million, Flipkart offers more than 40 million products across more than 80 categories including smartphones, books, media, consumer electronics, furniture, and fashion and lifestyle. Flipkart is also known for its path-breaking services like Cash on Delivery (COD), exper